• by Fern Siegel , February 29, 2024

Coach wants to challenge customers in its new campaign.

The 60-second “Find Your Courage” spot features virtual human, model and digital creator imma and Coach family Lil Nas X, Camila Mendes, Youngji Lee, Kki, and Wu Jinyan.

The spot is strictly visual, traversing both virtual and physical worlds.

Created by Marcel, it references the Coach Spring collection, as well as what it means to be “real” to younger demographics. Reality is seen through the prism of the many aspects of identity.

The first iteration stars Lil Nas X. The ad follows imma as she goes on a journey to find her courage. Lil Nas X shows her how to change the game, set on a colorful chessboard, by writing her own rules. In future spots, coming in March, April and May, Wu Jinyan shows imma the courage to take risks.

With YoungJi Lee, imma learns to subvert expectations with humor. In the final chapters, she meets with Camila Mendes, where she embraces every version of herself, followed by Kki, who encourages her to explore new possibilities.

Directed by Vallée Duhamel and photographed by Charlie Engman, “Find Your Courage” is inspired by A.I. and created using CGI. The Coach Spring 2024 collection apparel highlighted includes new quilted versions of its Tabby shoulder bag, ready-to-wear essentials in leather and denim, and sheer slip dresses.

“Find Your Courage’ is meant to inspire our consumers to seek out all possibilities for who they can be, despite the tensions and expectations in life they might feel,” said Sandeep Seth, Coach global CMO and North America president.